After the ‘Top Mates’ campaign in Australia, Pepsi Max has launched a new ‘manvertising’ campaign called ‘Bromitment’ in New Zealand. The neologism means “a pledge, promise, obligation to be there with your mates, to participate in any and all shenanigans that may go down”.

Photo: a snapshot from www.bromitment.co.nz

The campaign created by Colenso BBDO, Auckland includes TV, web, The Rock Radio promo audio, Juice TV promo and encourages guys to go online and ‘bromit’ to three of their best mates.

They can then accept this Bromitment by clicking accept on their Facebook profile notification. This will take them through to bromitment.co.nz where they will get a confirmation of their acceptance. Once users have completed the registration form and three of their friends have accepted the Bromitment invitation they will be entered in the draw.

Men can register using their Facebook accounts and enter codes from bottles of Pepsi or Pepsi Max online to test their bromitment and go in the draw to win a road trip down Route 66, run with the bulls in Pamplona, or skydive in Argentina. In addition, Pepsi Max is giving away $500 cash prizes every day for those who have entered codes.

The website is a hub of all about bromitment. It includes downloadable PDF’s that assist men to get out of things they should be doing to hang out with their mates, like Doctors certificate, Godmothers 60th Birthday etc.